Most people do not think killing animals is wrong. So that approach doesn't really work to convince people, and I don't even think it's 100% wrong myself. But most people do understand that torturing animals unnecessarily is wrong. So vegetarianism can be seen as basically a decision based on economics and relative ethics. Most people aren't aware of how inhumane the standard process for making meat is. Even if 99% of the cows we eat are treated relatively humanely, the remaining 1% taints the industry because you can't really be sure. You may be able to get organic beef that is guaranteed to be treated humanely, but it's going to be over-priced.
Another important argument is that we shouldn't squander or unnecessarily tax our environment's resources. Most people aren't aware of the amount of water and land that goes into making a pound of meat versus a pound of vegetable protein. The ratio is huge. The extra food we would be getting by focusing on just plant-based agriculture could go to feeding starving people around the world. It would also make it a lot cheaper to produce biodiesel and other plant-based fuels, leading to a more sustainable way of life.
I find it weird (maybe even a little discouraging) that people are so afraid of anything new that they find vat-grown meat to be repugnant. What the heck would be wrong with it? Imagine meat that has never had a nervous system, never feels pain before it gets to the table. It would be morally superior, more higienic, and probably a lot more efficient to produce as well.
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